Editorial Board   Guest Author

Mr. Greenleaf

John Greenleaf

Global Head, Hilton Garden Inn

John Greenleaf proudly serves as globalhead of Hilton Garden Inn. In his role, Mr. Greenleaf is responsible for the strategicdirection and vision of an award-winning brand that features more than 750locations in 37 countries.

Since joining Hilton in 2011, Mr.Greenleaf has held several strategic brand management positions that leverage hisstrong expertise in developing, operating, marketing and growing hospitality brands.Most recently, Mr. Greenleaf served as global head of DoubleTree. He wasresponsible for overseeing the global Full Service Sales group and global BrandProgram Management, Openings & Analytics team for Hilton Full Service Brands,which includes DoubleTree; Hilton Hotels & Resorts; and Curio by Hilton - ACollection of Unique Hotels.

Previous positions have included vicepresident of global brand performance support for the flagship Hilton Hotels &Resorts where he was responsible for leadership and direction of brand supportoperations for the brand's hotels around the world. Mr. Greenleaf began hiscareer as vice president of global brand marketing for DoubleTree by Hiltonwhere he oversaw a global brand repositioning in 2011, plus global advertising,visual identity, public relations, social media, online marketing, brandpartnerships, and promotions and hotel marketing communications support.

Mr. Greenleaf earned a Master ofBusiness Administration from The Amos Tuck School of Business at DartmouthCollege and a bachelor's degree in economics from Dickinson College, graduatingmagna cum laude. He also studied at the University of St. Andrews in St.Andrews, Scotland.

Originally from Pennsylvania, Mr.Greenleaf enjoys classic cars, golf and spending quality time with his wife,Anne, and their two children.


Please visit http://www.hilton.com for more information.

Mr. Greenleaf can be contacted at 783-883-1000 or john.greenleaf@hilton.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.